Adidas lays out ambitious strategy for football, running and Originals
25/06/2015
In a presentation to investors, the German company also laid out plans to boost its running and Originals categories by “significantly increasing brand desirability”.
Markus Baumann, general manager of adidas Football, said: “To drive brand loyalty among football consumers, the focus will be on bolstering the footwear part of the business. This will be supported by a completely new product line-up as reflected in the recently introduced key footwear franchises ‘X’ and ‘ACE’.”
It will create “football destinations” in key cities and set up grassroots programmes.
The group says sales in the running category should double by 2020, with a particular focus on the North American market.
Adidas Originals’ currency-neutral sales are expected to increase by 50% by 2020, aiming to be the “most influential and connected sportswear brand in street culture in every market”.
It will significantly expand its business and open flagship stores in more than 30 cities to strengthen “bond” with its target consumers.
Increased speed to market, though its Speedfactory project (see WSA July/August 2014, available to download from the Technical Library), will allow in-season creation and fast replenishment of strong-selling items and, enable adidas Originals to capture trends better.
Arthur Hoeld, general manager of adidas Originals, said: We are more than excited about the strong momentum of adidas Originals. The hype we have recently created around our iconic Stan Smith and Superstar silhouettes is just the beginning.”
The group’s net income is expected to grow by around 15% on average in each of the next five years.
Image: Adidas CEO Herbert Hainer
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